SANTA MONICA, Calif.–(BUSINESS WIRE)–GumGum
Sports , the leader in sports media valuation powered by computer
vision technology, today released its analyses of broadcast and social
media coverage of the 2018 Masters Golf Tournament®, showcasing the top
brands and value generated by each throughout the tournament.
GumGum Sports turned its award-winning applied computer vision
technology on The Masters Tournament and the sponsors of the players’
apparel during the event, having holistically tracked and valued
broadcast footage, and owned and non-owned social media accounts, for
each of the brands.
Ultimate Software, sponsor of first-time Masters Tournament winner,
Patrick Reed, secured the top non-sports brand media spot at $16,070,465
in sponsor media value and seventh overall brand of the tournament,
joining the big-league ranks of Nike, Under Armour, Puma, Adidas,
TaylorMade and Callaway. Also noteworthy, Titleist, Tiger Woods’ Logo
(TW) and Mutual of Omaha rounded out the top ten and 84% of Ultimate
Software’s broadcast value came in the final two rounds with 87%
of their social media value driven the final day.
“Nike drove the most media value from player apparel endorsing brands
primarily from their branding on front of hat and shirt chest,” said
Jeff Katz, GM of GumGum Sports. “Overall, our industry-leading computer
vision platform counted more than 25,000 seconds of screen time for
Nike, followed by 8,200 for Under Armour across broadcast and social
GumGum Sports also observed the “Tiger Effect” as still being alive and
well among golf fans. Tiger Woods returned to top form and performed
well for his sponsors, driving $19 million in media value. However, 96%
of his sponsor media value came from the first two rounds, after which
he was too far back in the pack to be a contender.
Other key takeaways from the GumGum Sports Masters Tournament Analysis
- The Masters Logo on the Green Jacket generated $4.2M in overall media
- Brands located on the Hat- Front (38% or $186.3 million) and Shirt-
Chest (31.5% or $154.8 million) drove highest media value.
- The 64 brands tracked garnered 14,000+ exposures and 74,000+ seconds
of footage across TV and social media.
- Top Performing non-sports brands included Ultimate Software, Mutual of
Omaha, Mercedes, Grant Thornton, NetJets, New Relic, Vistage, Royal
Bank of Canada and Waste Management.
- Images drove 83% of Total Social Media Sponsor Value relative to video.
GumGum Sports premium clients enjoy the only pure universal and global
view of valuation in today’s measurement market through the ability to
track the broadcast, live streams, the owned and operated social media
outlets and the long-tail of non-owned social accounts with sport and
entity detection using patented computer vision technology.
GumGum Sports already provides media valuation services across the NBA,
NFL, NHL, MLB, MLS, MMA as well as Stadium,
a new, first-of-its-kind multi-platform sports network.
To learn more about GumGum Sports visit: https://gumgum.com/sports
About GumGum Sports
GumGum Sports is a division of GumGum
that leverages GumGum’s computer vision technology to help brands,
agencies and rights holders go Beyond The Broadcast™ to capture the full
media value of sports sponsorships that include visible signage across
television and social media. By analyzing live broadcasts, social media
and digital streaming, GumGum Sports provides accurate, timely, and
comprehensive media valuations. They enable rights holders to retain and
grow partner revenue and give sponsors the ability to track and optimize
media value across a portfolio of sponsorships.